Blacks on Network TV: A Short and Incomplete HistoryPolitical Economic Context: American in the Mid-1940s• Post-war industrial boom• Nazism defeated• Democrats support civil rights• Military desegregates• South remains segregatedTelevision’s Rapid Diffusion• Percent of homes with television1940: .4%1950: 25%; 1956: 65%1960: 75%Television’s Rapid DiffusionRapid Increase in Airtime• As TV popularity grew, airtime increased• Initially, TV accepted blacks• By 1950, blacks relegated to stereotypical roles• Common roles: maids, servants, valetsStereotypes, 1950s • The Beulah Show (1950-52)! Starring Louise Beavers• The Jack Benny Show (1953)! Starring Eddie AndersonStereotypes, 1950s• Subservient roles common in 1950s• Buelah and Rochester roles: -- Comedic not dramatic-- Servants to whites-- No families of their own-- First names onlyWhy the Shift…?• From acceptance of blacks to stereotypes-- Industry needed large audience-- Reliance on proven formulas-- Adapted successful radio shows for TVAmos ‘n’ Andy, 1951-53• Adventures of three friends• On radio, two white actors play the roles• TV cast, all black• In syndication until 1966The Stars• Radio– Freeman Gosden (l)– Charles Correll (r)• TV– Spencer Williams (l)/ Andy– Tim Moore (c)/ Kingfish– Alvin Childress (r)/ AmosAmos ‘n’ Andy• Amos ‘n’ Andy generated controversy• Black community was split Amos ‘n’ Andy• Arguments against the show-- Demeaning stereotypes-- Ignored real-life problems faced by blacks-- Inaccurate depiction of black middle classAmos ‘n’ Andy • Arguments for the show-- Provided jobs for black actors-- Normalized black life-- Depicted black professionalsAmos ‘n’ Andy• Despite the problems, the show was historically important-- First nuclear black family on TV-- Breadth of character types-- Demonstrates TV industry’s support for African American performers-- Public sees many accomplished black actorsBlacks on TV: 1960s• Increasing number of black characters– Civil rights movement– Growing black consumer market• Roles were mostly non-stereotypical– High-level professionals– Highly intelligent– Perfectly integratedTwo Shows, Two Stars• I Spy, 1965-1968Starring Robert Culp &Bill Cosby• Julia, 1968-1971Starring Diahann Carrol &Marc CopageI Spy, Julia• Significant breakdown of black stereotypes• BUT they also established a standard for black inclusion in prime time:– Blacks are acceptable as long as they are teamed with white co-stars and don’t display racial heritageBlacks on TV: 1970s• Number of roles for blacks continues to increase–Black middle class growing–Black political clout growingOne Show, One “Event”• All In the Family, 1971-1979! Starring Carol O’Connor• Roots, 1977! 7-part mini-seriesAll in the Family• Explicitly included racism (and other social issues) in the plot• Lead character is a bigot• Success allowed producer Norman Lear to create spin-offs with black stars• Further success leads to more “black” programmingAll in the Family• Important milestone because the show included frank discussion of race relations and racism in America• BUT also established a standard by which these issues could be depicted:– Dealing with race and racism in the US is acceptable in comedy programs Roots• 85% of homes saw all or part of the show• Major effort to depict black culture accurately and thoroughly, in Africa and AmericaRoots• First major TV drama to feature primarily black cast, deal with white racism and black slavery in prime time• BUT also established a standard by which white racism against blacks would be depicted:– Racial oppression by whites against blacks could be shown, but in historical settings not the presentBlacks on TV: 1980s• The Cosby Show, 1984-1992The Cosby Show: Challenging Established Standards• Primarily black cast, not teamed with whites• Black culture, history central to show• Contemporary social issues frequent theme• BUT, comedy genreFrank’s Place, 1987-88• Black cast and setting• Black culture and history• Contemporary race and racism themes• “Dramedy”Frank’s Place: Challenging Established Standards• Not a mixed race cast• Not culturally generic • Not set in the past• Not a comedyFrank’s Place• Went beyond the TV industry’s accepted standards of black representation• RESULT: ! ! ! Cancelled after 22 episodesToday• Many TV shows deal with contemporary issues of race and racism against blacks• Many TV shows are infused with black history and cultureTodayBUT• All black casts primarily in comedies • Blacks are lead stars primarily in comedies• Few, if any, TV dramas have black actors in lead role, carrying the showConclusion• The story of blacks on network TV:! Two steps forward, one step
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